Shaping the transformation of Indian travel industry

With an unprecedented surge in travel enthusiasm among Indians, the travel industry in the country is experiencing a captivating comeback in 2024. As global travel restrictions ease, the desire to explore newer destinations has reached a fever pitch. This renewed energy is transforming the way Indians travel, with a growing emphasis on longer trips, immersive experiences and offbeat adventures.

SOTC Travel Limited has been at the forefront of this transformation, always altering its methods to meet the changing needs of travellers. SD Nandakumar, President & Country Head of Holidays and Corporate Tours, SOTC, sheds light on the emerging trends in the Indian travel industry, their strategic initiatives and how technology is shaping the future of travel for Indians. SOTC is creating new industry standards by emphasising personalised experiences, digital innovation and sustainable tourism. Indian travellers are increasingly looking for out-of-the-ordinary travels, valuing unique experiences, deeper cultural ties and unforgettable moments that turn each trip into a story worth sharing.

First three quarters of 2024
Reflecting on the state of the industry, Nandakumar shares, “We have witnessed an inspiring shift in the way Indians are exploring the world today. The appetite for travel is at an all-time high, with Indian travellers embarking on more trips than ever before.” According to him, there is not only an increase in the number of trips but also a significant rise in spending per trip. In 2024, Indian travellers are choosing longer holidays and investing in experiences beyond the conventional. “Whether it’s a luxurious escape to witness the Northern Lights, an autumn retreat amidst vibrant foliage, or adrenaline-filled sports tourism, Indian travellers are keen on making memories that are truly unique,” he notes.

A notable trend this year is the increasing preference for experiential travel. The modern traveller prioritises immersive journeys where the experience itself holds as much value as the destination. Today’s Indian traveller seeks to connect with local cultures, explore off-the-beaten-path destinations and participate in activities that create lasting memories, such as attending global music festivals or witnessing nature’s wonders up close.

Booking trends for festive season
The festive season has brought another spike in travel demand, with families choosing to celebrate their holidays in new destinations. “This year, we’re seeing a marked shift where people are celebrating festivals while on holiday,” notes Nandakumar. Notably, the autumn season is gaining popularity due to its unique combination of fewer crowds, scenic beauty and attractive pricing.

Visa-friendly destinations like Thailand, Malaysia, Vietnam and Sri Lanka continue to attract Indian tourists, while eVisa options for places like Dubai, Indonesia and the Maldives are making international travel easier. On domestic front, Kashmir, Rajasthan and Kerala remain top choices for their stunning landscapes and vibrant cultural offerings.

Technology to address needs of today’s travellers
With digital transformation sweeping through the industry, SOTC has made significant strides in enhancing customer experiences through technology. “As customer preferences shift towards digital-first and personalised journeys, we’ve integrated AI and self-service tools into our platforms,” Nandakumar highlights.

The introduction of AI-driven recommendations, dynamic package bundlers, and self-booking tools allows travellers to customise their trips effortlessly. Additionally, SOTC’s self-service apps provide real-time updates on visa requirements, itinerary management, and on-tour assistance. These innovations ensure a seamless travel experience from planning to execution, catering to tech-savvy travellers looking for convenience and control.

Collaboration with Uttarakhand Tourism Development Board
In a unique move to cater to the growing demand for spiritual tourism, SOTC has collaborated with the Uttarakhand Tourism Development Board to offer aerial darshans of sacred sites like Adi Kailash and Om Parvat. This partnership combines SOTC’s travel expertise with local insights to make spiritual journeys more accessible. “We aimed to enhance the spiritual experience by providing a once-in-a-lifetime aerial view of these sacred locations,” says Nandakumar.

By simplifying access to these remote sites, SOTC has enabled travellers to connect with their spiritual roots while enjoying the breathtaking beauty of the Himalayas. The initiative has been made affordable through subsidised pricing, ensuring it reaches a broader audience.

Catering to regional India’s diverse needs
Understanding the importance of regional connections, SOTC has developed content tailored for regional markets. “We’ve created films in vernacular languages to connect better with our regional customers,” says Nandakumar. The company’s new products, such as Asia Te Hoi Choi for Southeast Asia and Asia Te Sathe for Thailand, Bhutan, and Nepal, cater to the growing international travel aspirations from Tier II and Tier III cities.

Domestically, packages like Andamaner Samudra Sikate offer unique experiences that blend adventure, culture, and relaxation. These efforts reflect SOTC’s commitment to making travel accessible and relatable to all segments of the Indian market.

Growth strategies and plans for 2025
The post-pandemic period has seen SOTC expanding its footprint significantly. “We’ve increased our network with more outlets and franchise agreements, especially in underserved regions,” Nandakumar reveals. This growth is part of a broader “phygital” strategy that combines digital tools with physical presence to offer convenience and personalised service.

At the core of this strategy is SOTC’s self-service app, which enables customers to book, manage, and customise travel plans. The app’s dynamic package bundler, along with AI-driven recommendations, optimises itineraries for a seamless experience. “We’re ensuring a smooth journey from planning to booking and beyond,” he adds.

SOTC has also diversified its product offerings to cater to the evolving preferences of Indian travellers. With a focus on experiential travel, the company has introduced cultural experiences, nature adventures, and luxury trips like Northern Light safaris. Additionally, ready-to-book packages with visa-free or visa-on-arrival options cater to last-minute travel enthusiasts.